The Israeli TV Champions League final coverage featured inscreen ads for Optalgin painkillers - shown as players fell injured. As soon as a player hit the ground an ident appeared at the bottom of the TV screen with the message "Optalgin. Strong for strong pain" (!)

This obviously takes a fair deal of organisation and I think the end result is really effective - however, unfortunately (?) in the UK this sort of activity might not be possible due to the Ofcom regulations on editorial integration of sponsorship / restrictions on product placement.....

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